Strategy

To communicate the message that sometimes it is simply better to be patient and wait for the storm to pass, we decided to draw a parallel between drinking beer and waiting out the pandemic. To get the message across to the widest possible audience, it was decided to cover the whole country.

Idea

Difficulties are Temporary.

The pandemic, with all its inconveniences, is just like beer foam – we have to stay patient, follow all the rules and wait for things to settle down, instead of rushing to go back to our old habits.

Execution

To visualize the idea, we created beer mugs (through CGI) that you wouldn’t normally find in beer ads – mugs with a lot of foam and very little beer.

During a period when the pandemic had taken over the public mind and become, without exaggeration, the only topic of interest on and off social media, the campaign helped the brand become a part of the conversation. As a result, instead of being overshadowed by the COVID-dominated discourse, the brand managed to get through to its customers and ensure high social media engagement.